Abstract

The main types of the character merchandising strategy are discussed - licenced advertisements, licenced products, licenced promotions and sponsorship licences along with their main features and characteristics, differentiating the latter. A classification of the various types of strategies is suggested also in accordance with the type of character that is to be subjected to adaptation and subsequent reuse.
Some major parameters of the strategy of character merchandising are studied, mainly in view of the successful adaptation of the character to a new market segment and product. Some rules concerning the successful character - product "synergy" are drawn. The main reasons for the need to protect merchandise rights as intellectual property as well as the opportunities for that in the different legal systems are pointed out.